Even with the hole Google has put into its Analytics keywords report (the dreaded “not provided”), the report is still a treasure trove of information — especially when it comes to finding ideas for B2B blog and e-newsletter topics.
Case in point: The best thing about Google is that you can find an answer to almost anything you need to know. Just search for, “How to . . .” and your query, and you can generally find what you need.
To learn the questions your prospective customers are asking, look for these “how to” questions in your Google Analytics keyword report. In my own analytics reports, I’ve seen the following:
“how do I calculate marketing ROI”
“what is the benefit of seo b2b”
“how to use Facebook for B2B”
“how to improve a b2b website”
“how often to post on a b2B blog”
“how print ads generate web leads”
“how to increase facebook campaign reach”
These are all great blog and e-newsletter topics. If your company sells or manufactures a technical product or service, you can set up an “Ask Bill” or “Ask Sue” type of column in your blog or e-newsletter (use one of your engineers or techie people for this column — and use their real names!). Then have this person answer a question on a weekly basis. If this doesn’t work for you, just write posts / articles that answer people’s questions.
To get maximum traction in Google, follow these three easy tips:
Tip #1: Use the search phrase in the Post title
Tip #2: Optimize the post for the search phrase
Tip #3: Write original content using your own expertise
Example: For one of my clients, I wrote a post, “How to Cool Down a Warehouse.” I used the search phrase in the post title and in the SEO Title and description tags. Of course, the post itself contained original content that educated buyers about the topic — and oh yeah, it just so happened the client’s product helped solve the problem of cooling down a warehouse.
Due to these simple and totally white hat SEO tips, that post is still #1 in Google for “how to cool down a warehouse.”
You cannot get high value original content like this by buying it from “automated” services that churn it out by the truckload.
This is one of my favorite strategies for creating blog and e-newsletter content. One, it’s super easy. Two, you’re being helpful and and giving people information. Three, you’re creating targeted content that sends prospects to your door. And four, it’s original content that Google loves. Try it yourself and let me know how it goes.